深圳旅游形象的网络传播与游客感知研究

Research on the Characteristics of Network Communication and Perception of Shenzhen Tourism Image

本文通过对深圳游记攻略、官方社交媒体账号和官方网站平台的传播内容和游记数据进行内容分析,并与深圳城市旅游形象定位进行对比研究,对鹏城旅游的形象定位、传播内容、形象感知进行了综合分析。研究结果表明深圳旅游官方传播期望形象与游客感知形象在旅游热点区域、旅游主题等层面上较为一致;游客在旅游体验和形象感知度层面更加细化和具体,而官方宣传多为宏观和抽象概念,深圳改革创新等城市形象并未被充分传播和感知;明确多层次旅游形象框架,深度挖掘城市旅游形象内涵,拓宽城市旅游形象传播渠道,推动旅游体验创新和提升服务水平成为深圳旅游形象网络传播质量和效率的努力方向。

Through the content mining method analyzing the content of tourism social network,official Weibo account and official website platform,this paper made a comparative study of tourism image positioning,and image perception of Shenzhen.The results show that the expected image of official communication is consistent with the perceived image of tourists in terms of hot spots and themes.Tourists’experience and image perception are more detailed and specific,while the official propaganda is mostly abstract concepts.Shenzhen’s urban image such as reform and innovation has not been fully communicated and perceived.The quality and efficiency of network communication of tourism image are to clarify the multi-layer tourism image framework,deeply explore the connotation of urban tourism image,broaden the communication channels,promote the innovation of tourism experience and improve the service level.